Younger Manning’s rise brings lots of zeroes

New York Giants quarterback Eli Manning still trails big brother Peyton Manning in Super Bowl rings and endorsements. But his surprise march to Super Bowl XLII is boosting his selling power.

MICHAEL MCCARTHY

New York Giants quarterback Eli Manning still trails big brother Peyton Manning in Super Bowl rings and endorsements. But his surprise march to Super Bowl XLII is boosting his selling power.

And helping Eli “break away from his brother” to carve his own marketing niche on Madison Avenue, says Henry Schaefer, executive vice president of the Marketing Evaluations research firm that creates “Q” likability ratings for athletes and celebrities.

Eli Manning earns about $5 million a year from companies such as Citizen Watch, Reebok and Kraft’s Oreo brand. That’s well below the $13 million earned annually by Peyton Manning of the Indianapolis Colts, the NFL’s No. 1 pitchman according to Sports Illustrated magazine.

But his prospects will take off if he beats the undefeated New England Patriots, predicts endorsement expert Bob Dorfman. Manning’s marketing representatives declined to comment. Details:

- Jersey sales. Thanks to hot sales this month, Manning’s No. 10 jersey climbed to eighth in season-to-date-sales at NFLShop.com through Jan. 26. On Dec. 31, his jersey languished in 20th place. At retail, Manning’s jersey is suddenly the “No. 1-2-and 3-seller,” says Mitch Modell, chief executive officer of the New York-based Modell’s Sporting Goods, which operates 136 stores from Virginia to New Hampshire. Modell’s has moved more Eli jerseys, at $75 a pop, this year than his previous three NFL seasons combined, he says.

- Endorsements. A victory this Sunday could net Eli $3 million to $5 million in new endorsement deals, predicts Dorfman. Citizen signed Eli to star in its “Unstoppable” ad campaign in May. “Eli embodies youth, talent and the drive to succeed,” says ad director Alyson Gottlieb.

- Collectibles. The Manning family’s collectibles seller, SteinerSports.com, sold 1,031 Eli collectibles in January vs. 2,400 in all of 2007. The autographed photos, jerseys and helmets range in price from $100 to $600. “The last week has been insane,” says chief executive Brandon Steiner.

Eli’s mostly ridden the coattails of his famous brother on Madison Avenue, says CNBC sports business reporter Darren Rovell. He’s picked on by Peyton in a humorous TV spot for ESPN’s “SportsCenter” that also starred father Archie and mother Olivia. Even if he wins, says Rovell, there’s no guarantee he’ll be more than a supporting player in America’s First Family of Advertising. Unless he takes a couple of acting lessons. “No one’s entitled to endorsements,” says Rovell.